On marketing.

Advertisers Say Case Closed: No O.j. Endorsement Opportunities

O.J. Simpson can finally walk, but don't expect any rush by advertisers to embrace the one-time Hertz pitchman for any endorsement deals.

The overwhelming consensus among clients and agencies is that Simpson, despite his prominence gained playing football and running through airports in commercials, has almost zero marketability.

Simpson was acquitted of a double murder Tuesday, and the split among Americans as to his guilt or innocence pretty much precludes him from being a spokesman.

"For firms selling products to the mass market, the trouble with having Simpson is that 50 percent of people believed he was guilty," says Caroline Jones, president of the Manhattan ad agency bearing her name that specializes in the African-American market. "So you've probably got those people turned off already by having him as a spokesperson."

More than a few advertisers, concerned that they might upset his supporters, are unwilling even to discuss publicly the issue of using Simpson.

Some, however, discussed it on condition of anonymity. One of them, a top Chicago ad-agency executive, observes, "If an advertiser embraces Simpson in using him to promote a line, you've already got half of the country honked off because they felt he was guilty."

Another executive submits: "Taking on Simpson puts you in a `no win' situation. I can't imagine any advertiser getting into what can be a very emotional, ethical, moral and racial situation to pitch a product."

Hertz concluded its relationship with Simpson at the end of 1994, long after he was charged with the two June 1994 murders.

His multiyear contract presumably ended at that time, but the rental-car firm merely has "no comment" about a possible new linkup. For the record, Hertz hasn't used a celebrity spokesman since 1990.

O.J., naturally nicknamed "Juice," was a standout performer for Hertz in a stint that began in 1975. In fact, trade journal Ad Age named him star presenter of the year in 1977.

Over the years, Simpson has promoted products for a variety of firms, including Chevrolet and Wilson Sporting Goods.

Simpson also worked for NBC Sports from 1989 through early 1994. A spokeswoman for the network declined to comment Tuesday on whether he might be asked to return.

Among those surveyed by this column, there was a feeling that it would take an awfully gutsy advertiser to join with Simpson in any promotional venture.

Bob Dilenschneider, head of Dilenschneider Group, a New York-Chicago strategic consulting firm, said he thinks Simpson's marketability is less than zero, and more like "minus 5, because people are so upset with the legal system in this country in (thinking) that he got away with something."

His advice for Simpson is to drop out of the limelight for a long time, like Charles Colson of Watergate fame did, and come back as a reborn person. That would mean doing religious work, although some believe Simpson's best bet would be to do charitable or civic volunteer stints, thus avoiding overcommercialization.

But that won't happen, because there's a good deal to be earned by Simpson and his associates in all sorts of business ventures exclusive of the endorsement wars, such as an outpouring of dolls, puppets, comic books and other products under his name intended to bedazzle his supporters.

There's also been Simpson's application to trademark the name O.J. Simpson, which ought to give a clue to the business propositions that will be launched on his behalf.

There's likely to be a book following on the heels of ghostwritten "I Want to Tell You," which made the New York Times best-seller list earlier this year. Little, Brown & Co. in New York reports it printed 650,000 copies, some of which are still around.

"This book was a hot item earlier this year," says a manager for a Chicago-area bookstore. "Interest petered out, but now that Simpson has been freed, you can bet people will be looking for the book, or even another, which may answer some of the questions."

- Sara Lee Bakery's venture with PepsiCo Inc.'s Frito-Lay unit, whereby the latter will distribute single-serve snack cakes under the Sara Lee name, is expected to be launched in early 1996, perhaps January, sources say. Distribution will be in Southern markets initially.

- Indian Summer Inc., a suburban Arlington Heights and Medina, N.Y., firm, assigned the $3 million advertising account of its Indian Summer apple juice and cider brands and other products to Grant/Jacoby.